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To you tonight.
Actually can't market a product or a candidate without a clear positive brand and for weeks Mitt Romney Republicans have kind of been stuck with a negative Romney brands built by the Obama camp of their friends in the media.
Last night might have changed all that -- Republicans posted a number of speakers from very different backgrounds melding American diversity.
With -- -- compromising endorsement of the Tea Party so will this re branding of Mitt Romney stick.
Mark -- CEO of M as CEO and author of your marketing sucks joins me now basically do you agree do you think last night was game changer.
Absolutely I think it was a game changer -- -- one of the things that.
We always say and marketing is that people don't buy things that and a political person party.
Is a somewhat of a product today authorities.
People don't buy things they like they buy things that they love.
You have to make that transition from like love.
I thought last night was about good feeling about love -- and and was amazing I thought you could -- -- -- you want about.
Her not being that but it was undeniable this was a person who was Virginia wine and warm and family and I don't foot the whole money it was about.
Pride in celebration I think the opposites going to happen in the democratic.
Well let's let's let's continue to focus on what Republicans are doing what they have been doing and how they have been stuck by these labels first it was the anti woman -- than it was.
That the -- label which -- evil capitalists they're rolling in business to destroy jobs not to create jobs which -- kind of crazy.
And and then of course most recently this week.
Really the most reprehensible of all charges is that wanting some kind of welfare reform is racist.
All these charges were brought out last night specifically even even on the race -- seem like everything was designed -- got run counter that that.
But also to present another message another brand which was we build things they don't that was that was that banner in the back we built it.
Right that's what I was getting to its very positive.
Do you gonna hear the other sides can't.
Convention is gonna be about whining it's gonna be about racism is can leave a successful people.
It's gonna be beyond obesity it's -- -- be everything that's wrong.
This is about everything that was right.
And when you what do you can't market whining you can't market negativity.
Positive that he is contagious negativity wanna runaway Freddie is that we build a banner that they have as a new as a new branded fuel strong enough to counter the charges from the Democrats you know I think the human factor of the Romney's -- -- the other day about the fact that.
Probably the greatest campaign manager -- -- was Joseph Kennedy.
And Joseph Kennedy showed that family with a lot of out other compound them all 25 of them like the Romney's we're at -- Harvard switchers.
And then they show PT 109 didn't talk about issues the -- the nation fell in love with the Kennedys this is not the Kennedys but this some similarities.
People the undecideds those who have no ideological bent.
I'm gonna base their decision on -- what are they gonna -- more hand -- negative.
Exposition of one it's based on positive values that's what I think happened last march Steve is good to see -- mark thank you.
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